Book on building positive institutional image launched
A 195-PAGE book that highlights the shared responsibility in building a positive institutional image was launched in Accra on Thursday.
Titled, “Building and Maintaining a Good Institutional Image – A holistic Approach” the book written by a retired public relations professional, Ms Evelyn Bekoe, provides insight into the collective effort of members in promoting an organisation’s reputation.
She stated that every member of the institution, from leadership to the lowest-ranking staff, played a crucial role in shaping how the public perceived the organisation.
Ms Evelyn said that, “everybody has a role to play in attitude, in ethical behaviour, in the culture that you are in. You have to do things right. You have to be responsible.”
Launching the book, a former Eastern Regional Minister, Mr Antwi-Boasiako Sekyere, underscored the importance of institutional image in a world increasingly defined by “perception, trust, and collective values.”
He noted that in today’s digital era, where a single post or incident can define an institution’s legacy, building a credible image was no longer optional but essential.
The ambassador of Colombia to Ghana, Mr Daniel Garces Carabali, advised Ghanaians to embrace creativity and leverage the continent’s resources to improve on the current socio-economic challenges of the country.
“Institutional image is not built overnight,” the minister said, adding “It is the result of consistent values, transparent communication, aligned internal culture, and responsive leadership.”
The twenty-five-chapter book provides a comprehensive framework for managing institutional image. It covers key themes such as leadership, branding, internal communication, stakeholder engagement, crisis management, and corporate social responsibility.
The former minister described the publication as both scholarly and practical, praising it as a valuable resource for institutions seeking to foster integrity and public trust.
Speaking at the launch, a former Member of Parliament (MP) for the Upper West Akyem Constituency, Derek K.A. Bekoe, highlighted the critical role leadership, employees, ethical sourcing, and stakeholder engagement play in shaping an organisation’s reputation.
He noted that public relations went beyond promoting a positive image “It is about creating sustainable credibility. If you paint falsely, you either lose the product or service you are offering in a very short time.”
Mr Bekoe urged all leaders to reflect on how they engage stakeholders, manage internal culture, and maintain long-term value, adding “It’s not just about changing the outward appearance, it’s about considering all the elements that contribute to the final product.”
In attendance were the Frankaahene, Akwapim Traditional Area, Nana Kwaw Kuturuku V, and the President of the Institute of Public Relations, Ghana (IPR), Ms Esther Cobbah.
BY PRINCE ADDO FRIMPONG
